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Campaign|Integrated, Social Media & Online Marketing
SHALOM, GERMANY!
Amadeu Antonio Stiftung

Education and action weeks against antisemitism 2021

Our role:
Beratung
Design
Concept

The challenge

Since 2003, the Amadeu Antonio Foundation has been organizing the Education and Action Weeks against Anti-Semitism; the largest campaign of its kind in Germany with over 3,000 events and 500 partner organizations. We have been conceiving and designing the accompanying campaign every year since 2018. In 2021, the campaign took place at a time when "1700 years of Jewish life in Germany" was being celebrated. The aim of our campaign was to critically accompany this and make Jewish perspectives on everyday anti-Semitism in Germany visible.

Idea

The view of Jewish perspectives often slips into the past and fails to recognize the problems and experiences of the present. This campaign does both: it makes the non-Jewish majority society aware of the pent-up anger and reaches out a hand of support to those involved.

Graphic with purple background, on it the text in pink: `Slalom, ye steadfast ones!*` underneath it says: `*Who will not be intimidated in the fight against anti-Semitism.` + URL: `shalom-deutschland.de` and the Amadeu Antonio Foundation logo

Implementation

With over 150 events throughout Germany and a nationwide poster and online campaign, the edgy and eye-catching campaign reached the people. Posters and billboards throughout Germany, a campaign video, sharepics and social media templates as well as an Instafilter ensured online reach and interaction.

Large poster on a platform, on a purple background it says in poison green: `Shalom, you world champions of reappraisal! `*Those who commemorate dead Jews but don't want to know anything about the living.
Street, in the foreground an advertising pillar with colorful posters on it. The focus is on the Amadeu Antonio Foundation's 'Slalom, you trivializers!
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